You are excused for oscillating between the primal urge to emit sudden noises — a gasp when LeBron James wins for Kobe Bryant, a howl when another Tampa Bay lab clone rocks Aroldis Chapman, a groan when Tom Brady wants a fifth down — and the unavoidable disgust that the NFL is treating players like medical rats. Celebration is what sports does best, whisking us from whatever’s bothering us to crown champions and pity also-rans, but there remains a pandemic-era awkwardness of placing too much importance on winners and losers.
Yes, James has won the Bubble, conquering the most arduous mental challenge ever faced by an all-time athlete with a Lakers team that wasn’t all that great. In the process, he made Our President seethe, lifting a trophy days after Donald Trump eviscerated James as “a hater and “a spokesman for the Democratic party, a very nasty spokesman.’’ Might this be the first of many losses for Trump, courtesy of an all-time sports great and activist who heard the critics last year and ached to quiet them? Didn’t this bring honor and finality to the late Bryant and respect for an embattled, family-feuding franchise?
“We just want our respect. … And I want my damn respect, too,’’ James declared in a mostly empty building at Walt Disney World, home of a weird but fulfilled dream.
Baseball is a story, too, with the Rays ready to wow America as low-revenue savants who just might hit a historic trifecta: trolling the fallen behemoth Yankees with “New York, New York’’ lyrics, teaching the cheatin’ Houston Asterisks about ethics, then beating the blueblood Dodgers in the World Series. Still, amid the cigars and confetti and restrained revelry, we should have guilty pangs.
That’s because the NFL doesn’t give two snot swabs about the players’ wellness and safety amid its COVID-19 crisis, outbreaks be damned. This is not only my opinion, as stated often here. Now, players are echoing it. “I think outside of here, the people that don’t have to walk in our building — whether it is the league office, whether it is the NFLPA — they don’t care,” said the Patriots’ Jason McCourty, also leery of the players’ union. “For them, it is not about our best interest, or our health and safety. It’s about, `What can we make protocol-wise that sounds good and looks good? How can we go out there and play games?’ ‘’
“My true opinion,’’ said the Eagles’ Darius Slay, “is we shouldn’t have even had (a season) because of what’s going on. It’s a difficult time.’’
And yet, even as the NFL again closes facilities in Tennessee and New England as new positive coronavirus results inevitably pop up, the same corporate defiance prevails: The games are coldly rescheduled, protocols continue to be violated, the league and networks remain fixated on money, and mindless masculinity continues to march on — to the point in college football where a caveman coach, Dan Mullen, wants Florida fans to ignore the infection rates and “pack The Swamp for LSU next week’’ because “I know our governor passed that rule.’’ Jay Z had 99 problems. Gainesville was about to have 90,000 problems, until the school athletic director said otherwise.
The NFL has COVID problems 24/7, with new cases in the Titans’ and Patriots’ camps requiring the league to move around games like ant traps and making me ask again: Why even attempt this madness? It’s stupefying enough that dozens of players have self-isolated, facilities and practices are routinely shut down, and the league suddenly has no idea when or if a $17 billion season will be completed. It’s an absolute mind-blur when every new headline should be accompanied by a scorching Eddie Van Halen riff. But you know what’s most troubling only a month into what will be a long, excruciating slog likely to include a Week 18, if not more weeks?
No one is telling us about the children, the wives, the significant others, the parents, the grandparents, the friends, the people out and about in the community — the potential collateral damage when NFL players, coaches and team personnel don’t take the coronavirus seriously and act as super- spreaders. We know that the Titans have been egregious, with a stunning 24 positive cases. We know that a superstar double whammy, Cam Newton and Stephon Gilmore, has tested positive in New England. We know Patrick Mahomes, face of the league, shared a post-game bro hug with Gilmore hours before his positive test — “like, I have all my career and not even thinking about it … a mental lapse,’’ Mahomes called it — and since has been sleeping in a bedroom apart from his pregnant girlfriend.
We know teams have positive tests every day, whether they are fully transparent about the results or not. We know competitive integrity and fairness is a sham, that quality of play will suffer and defenses will be non-existent as attrition and rescheduling exacts a toll. We know this is not a season to take seriously unless one is an owner, a player or a broadcast executive with a deep financial interest. “Unfortunately, Covid is running rampant in our community,” Packers coach Matt LaFleur said of life in Wisconsin. “All it takes is one guy to infect everyone else.’’
“We’re fighting an uphill battle,” Bills coach Sean McDermott said. “We know there’s a challenge because of how easily this thing spreads.’’
The bigger question is, what don’t we know?
How many other people in this country have been infected — and will continue to be infected — because the NFL Insists on bulldozing through a season of games during a pandemic? Has anyone checked in on Gilmore’s wife and their two children? At what point does the urge to recoup billions, and feed networks with the programming inventory they need to stay afloat, verge on the criminal as Roger Goodell and the owners force-feed a season down America’s throat like cyanide? I, for one, was listening closely when the Patriots’ Matthew Slater described his mindset after his team was forced to fly to Kansas City during an incubation period and play the Chiefs. “A lot of us just wanted to make sure we were healthy and not passing anything along to our families,’’ he said.
So we’re just going to keep doing this dance through October, November, December, January and Super Bowl week in party-minded and pirate-happy Tampa, in a state that largely thinks the coronavirus is a hoax?
Yes, we are, regrettably. Rather than copy the successful NBA and NHL blueprints of Bubbles — in this case, enveloping each of the 32 franchises, including mandatory hotel stays until seasons conclude — the NFL office is locked in a stubborn ego-and-hubris trip. Goodell and his lieutenants are sticking to a flawed plan that could backfire at any time in any facility. They are convinced the protocols are sound and are pointing fingers at players and coaches for the violations, refusing to acknowledge that the league relaxed, too, and reveled in a God complex when September revealed few COVID-19 positive tests. In the Titans’ case, it’s undeniable that players flouted a league edict by working out at a school — and the organization surely was complicit, which should have warranted a forfeiture of at least one game for a 3-0 team dreaming of a Super Bowl. That is, if we believed Goodell’s memo to teams last week: “Protocol violations that result in virus spread requiring adjustments to the schedule or otherwise impacting other teams will result in additional financial and competitive discipline including the adjustment or loss of draft choices or even the forfeit of a game.’’
But rather than hammer the Titans where it hurts, in the standings, the league sided with money and ratings by simply moving the much-awaited Titans-Bills game to next weekend, though a large fine is expected. By continuing to punish teams financially and not competitively, the NFL maintains leverage to keep teams out of Bubbles — oh, think of the huge costs! — and places the entire onus on players, coaches and personnel to avoid COVID-19. The demand, of course, is far from failsafe; as witnessed throughout the league, the comprehensive testing system is imperfect, even on a daily basis, such as when Gilmore tested negative before the game in Kansas City when he likely was infected already, leaving dozens of human beings vulnerable to a spread on the field and inside the Patriots’ two planes. That didn’t stop Goodell from being more bullish, now able to play Big Brother with a new league-wide video system that effectively spies on each facility to see if protocols are followed. Can you imagine this Park Avenue conversation …
Goodell: “I’ve got Tennessee duty again today. I hear through sources that players were at a honky-tonk last night.’’
Lieutenant A: “I don’t trust Adam Gase with his shoelaces, much less protocol adherence. I’m watching the Jets.’’
Lieutenant B: “Gruden is a madman who refuses to wear his mask, so Raiders for me.’’
They can play gotcha all they want. Why would anyone of sound or sane mind think the Tennessee outbreak is an aberration in a league of 2,200-plus players and some 1,500 coaches and support staff? “It takes one guy to go to the grocery store and it’s as simple as that,” said Bills quarterback and early MVP candidate Josh Allen. “You’ve got to hope that guys are wearing their masks and the contact tracers are working.’’ But Goodell is flying blind, and considering he’s capable of bad decisions when he can see, the season ahead is a scary proposition. The virtual Bubbles have a much better chance of working than the status quo. Ask Major League Baseball commissioner Rob Manfred, who wouldn’t be pulling off what has become a compelling postseason without forcing teams into Bubbles this month in Texas and California. The NFLPA would need extra incentives, but the Titans’ outbreak might have changed players’ minds about restrictive confinement. Said Mahomes: “If it happened, for me, I love the game and I know how special this team is, so I’d be willing.’’
In truth, the NFL and college football’s Power Five conferences aren’t receiving enough public backlash about exposing players to danger. When much of America isn’t treating the coronavirus with appropriate concern — starting with the continuing follies of the COVIDiot-in-Chief, football’s powers-that-be can afford to be cavalier and keep playing the games so the billions roll in. Then they trot out their versions of Tony Fauci — in the NFL’s case, Dr. Allen Sills, who says, “It’s critically important that we do not grow complacent in our rigorous application of measures proven to be impactful. This 2020 season, our common opponent is COVID — it’s all of us together versus the virus.”
Unless you’re the Titans, who have adopted a bizarre us-versus-the-media stance when they should be thankful those infected are recovering. “It’s a snap-to-judgment society that we live in today,’’ said quarterback Ryan Tannehill, who also doesn’t trust the testing system. “People feel empowered to have strong opinions and go to extremes without knowing the details of how things went down. I’m of the opinion that you should find out details before you jump down someone’s throat.’’
Though pandemic sports viewership is significantly gutted — even the almighty NFL was down 10 percent heading into Week 5 — enough people are watching to more than keep the lights on at the leagues and networks. If Trump and Joe Biden are the main entertainment on the phalanx of news channels, sports continues to be an effective sideshow. And the games have delivered, whether it’s a close finish or the return of Washington’s Alex Smith from his grotesque broken leg, a glorious scene tarnished when Cowboys quarterback Dak Prescott suffered a gruesome ankle injury. This is why the NFL and college football ramble on, figuring enough people are interested — look, Nick Saban thinks Lane Kiffin knew his defensive signals — to keep pushing a dangerous envelope. As I’ve said at least 99 times, football is not played in a Bubble. The NBA season was.
Which allowed James to win his fourth championship — for Kobe, for a Lakers franchise not long ago in disarray, for social justice and, of course, for himself. This one will not make him the greatest basketball player ever, but it will give him peace, going on age 36, that he overcame attrition and emotional fatigue when his younger rivals did not. What are Kawhi Leonard and Giannis Antetokounmpo thinking when they weren’t good enough to even reach the Finals? When twice-fired head coach Frank Vogel, who was supposed to be knifed in the back by assistant Jason Kidd, earned James’ respect — and won a title that rescued the slumping reputations of owner Jeanie Buss and basketball boss Rob Pelinka? Jimmy Butler was LeBron’s equal for five games, but he and the Heat ran out of juice.
“There were times I questioned whether I should be here,’’ James said. “Is it worth sacrificing my family? I’ve never been away from my family for so long. Shout out here to the late, great Steve Jobs. Without him, those FaceTime calls wouldn’t have happened.
“Our ballclub got here back on July 9. It’s October 11 now. This was very challenging and difficult. It played with your mind and your body. You were away from the things that made you successful.’’
But he kept hearing the voices of doom. “There were still rumblings of doubt when comparing me in the history of the game: `Has he done this, has he done that?’ Having that in my mind fueled me,’’ he said.
He also knew that a divided America needed his voice. “Social injustice, voter suppression, police brutality — to have this platform, it’s something you will miss and think back on,’’ James said. “We also had zero positive tests for as long as we were down here — 95 days for myself. I had a little calendar I was checking off. But seriously, zero positive tests. That is an accomplishment.’’
There will be no parades in Los Angeles, where, unlike Florida, the city is too fixated on COVID to issue special event permits. But the Dodgers are inviting fans to Chavez Ravine for a drive-in watch party in the parking lot. Price per car for each game of the National League championship series in Arlington, Texas: $75, with fans allowed to bring food and non-alcoholic beverages. The Dodgers require masks if fans want to use restrooms, which is more prudent than what they’re doing in Arlington, where MLB is only defeating the Bubble purpose by permitting 11,500 fans per game. Are Manfred and Dan Mullen sharing notes?
The dream World Series in L.A. — and for America, really — would be Dodgers-Astros. That way, after three years of organizational and fan-base anger about Houston scamming to win the 2017 Series, the Dodgers would have a legitimate revenge shot, not having to settle for Joe Kelly throwing at Houston batters and making pouty faces. Imagine, Dodger Blue beating the unrepentant liars days before the election. But baseball operations president Andrew Friedman may have been premature in saying this on Sirius XM radio: ““Like, I get that it’s been a difficult year for them, but to play the victim card, I think, has been, you know, a curious strategy.’’ See, loaded as the lineup is, the Dodgers still have Kenley Jansen issues. And not having an established closer could be trouble against the Braves and their mashers, accompanied by a pitching staff that has thrown four postseason shutouts.
Inside quiet ballparks such as San Diego, site of the American League championship series, at least the Astros can say they don’t need to steal signs and bang trash cans to win. A formidable lineup makes contact and puts pressure on pitchers, with Carlos Correa in MVP form. And they aren’t gloating as much, refusing to rip critics like before. “Absolutely not. We’re motivated because we want to win,’’ Correa said. “We want to bring another championship to Houston. We know what it feels like, so we want have that feeling once again. 2017 was such a special year celebrating with the fans in Houston. The thing that motivates is to get to feel that again.’’
Ugh. No longer armed with Gerrit Cole and the injured Justin Verlander, the Astros will be underdogs against the Rays, who manufacture victories with skilled starting pitching, a fireballing bullpen and typical Tampa creations such as Cardinals castoff Randy Arozarena, a Cuban defector who spent his own COVID quarantine doing 300 daily pushups and adding 15 pounds of muscle. The result has been a Mr. October transformation, his power bat spooking the Yankees. The conquering hero is Mike Brosseau, an undrafted find who symbolizes the Rays Way. Remember when the snarling Chapman almost beheaded him in September with a 101-mph heater, which led to counter threats by manager Kevin Cash? On the 10th pitch of an all-time at-bat, Brosseau sent a 100-mph pitch over the fence, giving the small-market Rays their latest triumph over the pinstriped colossus.
As the celebration continued in fan-vacant Petco Park, first baseman Ji-Man Choi was kicking over and stomping on a recycling bin. Hello, Houston. You have a problem. Might the Rays join the NHL’s Lightning in a Tampa Bay title perfecta, pandemic style? Brady and the Buccaneers would love to join the fun, but last we saw our ageless wonder in Chicago, he was raising four fingers after his final incompletion, trying to trick the officials into giving him another try. Is that how desperate he has become with a team battling penalties and injuries? “When you’re 43 years old, as you start to get older, it becomes harder to come back from these types of games,” Fox analyst Troy Aikman said. Brady says he doesn’t miss the cold weather of New England, calling himself “a Floridian for as long as I can envision now.’’ At this point, with Brady throwing clipboards and Newton recovering from COVID, the Great Brady-Belichick 2020 comparison debate is on hold.
It could be our grandest sports memory of 2020 is Rafael Nadal in Paris. Not because he won his 13th French Open title and 20th Grand Slam event, which places him a tie with Roger Federer for most all-time, but because he provided precious dignity. He beat Novak Djokovic, the ugly man who threw a summer COVID party and infected himself and others, then was tossed from the U.S. Open when he whacked a ball in frustration and struck a linesperson in the throat. But it was Nadal’s commentary on the global mood that will stick.
“The feeling is more sad than usual,” the Spaniard said. “Maybe that’s what it needs to feel like. It needs to be sad. Many people in the world are suffering.’’
Perspective. Why must we cross an ocean to find it?
Jay Mariotti, called “the most impacting Chicago sportswriter of the past quarter-century,’’ writes a weekly media column for Barrett Sports Media and regular sports columns for Substack while appearing on some of the 1,678,498 podcasts in production today. He’s an accomplished columnist, TV panelist and radio talk host. Living in Los Angeles, he gravitated by osmosis to film projects. Compensation for this column is donated to the Chicago Sun-Times Charity Trust.
Tricia Whitaker Will Find The Story That Matters
“My role is to really bring the viewers down to that level of the dugout and into the clubhouse.”
When St. Louis Cardinals designated hitter Albert Pujols hit his 700th career home run in his final season in the majors last September, the baseball world erupted in mass jubilation. Although the milestone achievement occurred during a road game, the fans still showered one of the sport’s quintessential athletes with praise as they witnessed the fourth player enter this exclusive pinnacle of power hitters. For fans watching from afar, they were treated with crisp, vivid footage of the moment since the matchup was exclusive to Apple TV+ as a part of its Friday Night Baseball slate of games.
The game broadcast featured field reporter Tricia Whitaker, who had just joined the Apple TV+ presentations to begin the second half of the season. Being there as one of the voices tasked with keeping viewers informed and captivated by the action was a special experience that she will never forget.
“You’re talking about the best cameras in the entire world capturing one of the most iconic players ever,” Whitaker said. “I thought the call was amazing; I thought the quality of the shots was amazing [and] I’l never forget that broadcast, ever, because it was so cool.”
Whitaker grew up in Bloomington, Ind. and would journey to Wrigley Field with her father once per summer to watch the Chicago Cubs. Through those games, she realized that a ballpark was her ideal future workplace.
“We just didn’t have a ton of money, [so] I would sit in the nosebleeds with him once a summer and that was the biggest treat in the world,” Whitaker said. “I just realized that I loved telling stories and I loved sports, so I decided to do that.”
Whitaker’s journey in the industry genuinely began as an undergraduate student at Indiana University Bloomington where she adopted a mindset to seize any opportunities offered to her. Despite having no knowledge or previous reporting experience, she accepted a role to cover a tennis match and quickly started preparing. After one of her professors saw her nascent media acumen, they recommended she audition for the university’s student television station to hone her skills. Whitaker earned a spot and began covering Indiana Hoosiers basketball and football for the show Hoosier Sports Night. From there, she simply kept on accepting anything in her purview.
“Your best asset is your availability, so I basically just said ‘Yes’ to everything,” Whitaker articulated.
Once it became time to search for a full-time position, her experience and tenacity helped her land a role at WBAY-TV in Green Bay as a sports reporter and anchor. After two football seasons working there, Whitaker relocated closer to home to report for WTTV-TV Channel 4 in Indianapolis. The time was valuable for her to cultivate new relationships with those around the industry while strengthening existing ones, serving as a foundational aspect of her reporting.
“If they don’t trust you to tell their stories, they’re not going to talk to you,” Whitaker said. “You have to be able to have a good relationship with the players; with the coaches and everybody involved.”
At the same time, Whitaker felt compelled to make a lasting contribution to Indiana University through teaching and inspiring the next generation of journalists. She is now an adjunct professor for the IU Media School and wants her students to know how integral it is to make themselves available while being open and willing to try new things to make inroads into the profession.
“There’s always a story to be told, so even if it’s a random event that you don’t think anyone’s paying attention to, there’s people there; there’s human stories and their stories matter,” Whitaker said. “That’s what I always try to tell my students is [to] just find that story that makes people interested in it and find that story that matters.”
Over the years working in these dual roles, Whitaker became more skilled in her position and proceeded to audition to join the Tampa Bay Rays’ broadcast crew on Bally Sports Sun as a field reporter. When she received news that she had landed the coveted job, she remembers starting to cry in her closet while trying to organize her clothes. After all, Whitaker had just learned that she would get to perform the role she idolized when she was young. The access her role gives her to the players and coaches on the field is not taken for granted.
“I’ll interview hitting coaches about a guy’s hands and where they’ve moved and about his stance,” Whitaker said. “….In the next hit, I’ll tell a story about a guy who drinks a smoothie every day before the game and he feels [that] putting spinach in it has really made a difference or something like that. My reporting style is pretty much all of it, but I do like to do the human interest stories more than I like to do anything else because I think that’s unique.”
After each Rays win, Whitaker takes the field and interviews one of the players on the team. Earlier in the season, she remembers speaking with Rays outfielder Jose Siri after he drove in three runs against the Detroit Tigers; however, the broadcast was not on Bally Sports Sun. Instead, she was doing the interview for Friday Night Baseball on Apple TV+, a national broadcast property the company pays MLB an estimated $85 million annually to carry. Going into the interview, Whitaker knew that she would need to appeal to more than just Rays fans and appropriately started the conversation by asking about the game.
Yet she also knew that it was “Salsa Night” at Comerica Park in Detroit and thanks to her work with the regional network, was cognizant of the fact that Siri likes to dance in the dugout. As a result, she concluded the interview with a request for Siri to demonstrate his salsa dancing skills, something that made an ordinary conversation stand out.
“I tried to personalize it a little bit to help people get to know Jose Siri a little bit better because I think that’s important,” Whitaker said. “….You make sure you talk about baseball, but then you add a little flair to it; add a little personality to it. Everybody loves salsa, right?”
The Apple broadcasts require Whitaker to prepare as she executes her role with the Rays, keeping her wholly invested and consumed by baseball. There are occasions where she is afforded the luxury of reporting on Rays games for her Friday night assignment, but they are rare. Therefore, she needs to become familiar with two teams by reviewing statistics, reading local reporting and conversing with those involved. She keeps her notes on her cell phone and makes lists of what she is going to do during the day to keep herself organized and focused.
Throughout the week, Whitaker actively prepares for the Friday night matchup and meets with her producer to contribute her ideas and learn about the macro vision of the broadcast. The Apple broadcast, aside from using high-caliber technology, also regularly equips microphones to place on players that allow viewers to hear what is transpiring on the field. Whitaker, along with play-by-play announcer Alex Faust and color commentator Ryan Spilborghs, coordinate with the production team throughout the game to present an insightful and compelling final product.
There was criticism of the Apple TV+ live game baseball broadcasts during its inaugural season, but the noise continues to diminish in its sophomore campaign. Whitaker views her role as accruing a confluence of stories about the game and more insightful looks at the personalities on the field. Before each contest, she interviews a player in the dugout and asks questions that put the season in context, granting a comprehensive understanding about a subset of their journey.
“We try to get their thoughts on the season so far at the plate, but also try to get to know them on a personal level,” Whitaker said. “My role is to really bring the viewers down to that level of the dugout and into the clubhouse.”
It is considerably more facile to execute such a task before the game than it is during gameplay because of the introduction of the pitch clock. While it has undoubtedly sped up the game and made the product more appealing for fans of all ages, its actualization threatened the viability of unique aspects of baseball broadcasts. The Apple TV+ crew may work together once per week, but over a 162-game season spanning parts of seven months, there is a perdurable bond and unyielding chemistry evident therein.
“Everybody on that crew – and I seriously mean this – is so supportive no matter who you are as long as you do your job well,” Whitaker said. “They don’t even think about the fact that I’m a female in sports [and] they just support me. They help me take constructive criticism because they care and because they truly see me as an equal.”
Whitaker has had the chance to report from Wrigley Field with Apple TV+ and vividly remembers her experience of stepping inside as a media member for the first time. It was a surreal full-circle moment that has been the result of years of determination and persistence to make it to the major leagues.
“I walked into Wrigley and I started to tear up because I remember when my dad and I used to go there and I was 12 years old,” Whitaker stated. “If you would have told me at 12 years old [that] I would be doing a national game at Wrigley, I would have told you [that] you were lying because I just wouldn’t have thought that was a possibility.”
Although Whitaker is receptive to potentially hosting regular sports programming in the future, she has found the joy in her roles with both the Tampa Bay Rays and Apple TV+. Being able to experience historic moments, including Pujols’ milestone home run, and then diving deeper into the situation makes the countless flights, hotel stays and lack of a genuine respite worthwhile. She hopes to continue seamlessly fulfilling her responsibility this Friday night when the New York Mets face the Philadelphia Phillies at 6:30 p.m. EST/3:30 p.m. PST, exclusively on Apple TV+.
“There’s always a story to be told, and if you’re good at your job, you’re going to find that story even on a day where you’re like, ‘Oh gosh, there’s nothing going on,’” Whitaker said. “I take that pretty seriously.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
Radio Advertising Can be the Secret Weapon For In-House Digital Marketers
“The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU.”
Remember when in-house marketers were primarily focused on traditional media and needed help navigating the digital and social media landscape? Well, the tables are turning!
The rise of digital-savvy in-house marketers is opening up exciting opportunities for radio ad salespeople. As local businesses increasingly invest in digital marketing, some are finding they need your expertise in radio advertising.
Borrell Associates has released their latest Business Barometer, and included in the findings was a slight but noticeable shift favoring traditional forms of broadcast media. Let’s dive into how sports and news radio ad salespeople can leverage this shift to target businesses with proficient digital marketing people on board who may need to know more about the potential of radio advertising.
1. Digital-Marketing Trending UP!
Borrell Associates’ recent findings indicate that businesses are increasingly proficient in digital marketing. They are adeptly managing their websites and social media channels, driving results through online campaigns. However, this digital surge doesn’t necessarily translate to expertise in traditional media, such as radio. Hey, do you know a business like that? And make sure you know of an outsourced digital agency you can refer who can handle your clients’ digital and social media for very few dollars. You can help manage the rest of the budget!
2. Target In-House Buyers
Make a list of businesses you know that have in-house people who are digital-oriented or younger owners who handle mostly digital advertising independently. Or, how about the in-house marketing person who only takes on marketing initiatives like events or sales promotion and knows nothing about advertising? Get ’em!
3. We create demand
One of the unique selling points of radio is its ability to generate demand and send more customers to Google or your client’s website. Digital marketing can often direct buyers seeking a specific purchase but can’t create lasting impressions and build demand and loyalty like your station. Use this advantage to demonstrate how radio can reinforce the brand story and enhance the effectiveness of digital campaigns.
4. Surround the listener
Recognize that businesses with digital marketing expertise may want holistic solutions. Sell packages that combine digital and radio advertising. Include your streaming endorsements with social media and geo-fencing. They get it and will be impressed with reaching their target audience across multiple touchpoints.
5. Be the Teacher
Your prospects may be experts in digital marketing, but they might not fully understand the potential of radio advertising. Take on the role of an educator. Provide resources, case studies, and success stories that showcase how your station and radio have boosted digital-savvy businesses’ results.
6. 1+1=3 for Creativity
Collaboration is key when working with clients with a digital marketing team. Involve them in the creative process of writing and producing radio ads. Creativity could be their strength, and they will bring fresh perspectives to your production.
The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU. Maybe your client is struggling with their digital strategy. Imagine that now they may be seeking you out to help them understand what they have already read about buying radio advertising. It’s time to adapt your approach and position radio as a complementary and powerful tool in the digital marketing person toolkit.
Jeff Caves is a sales columnist for BSM working in radio, digital, hyper-local magazine, and sports sponsorship sales in DFW. He is credited with helping launch, build, and develop SPORTS RADIO The Ticket in Boise, Idaho, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at [email protected] or find him on Twitter @jeffcaves.
Bill Parcells Shaped The Media By Giving Them Hell
“Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter.”
Two of the most talked about media stories of the past couple of weeks intersect in the form of one legendary NFL head coach – Bill Parcells.
In the wake of Aaron Rodgers’ potentially season-ending Achilles injury in Week 1 of the NFL season, many media pundits harkened back to 1999 when then-Jets quarterback Vinny Testaverde suffered a similar injury in the first game of the season. Like Rodgers, Testaverde was a veteran signal-caller looking to bring the long-suffering Jets to a Super Bowl.
One week after Rodgers’ injury, Los Angeles Chargers Head Coach Brandon Staley was in the media mechanism for an exchange with a reporter after his club fell to 0-2. Staley took issue with a query about whether the team’s monumental playoff collapse last season versus Jacksonville has carried over to their slow start this season.
ESPN’s First Take included video of Staley’s comment on their September 19 show building it up as some rash, heated interaction between coach and press. It was not. In fact, Staley merely directly answered the question asserting this season has nothing to do with last season.
Both of these headlines find common ground in the person of Bill Parcells. Parcells was the head coach of the Jets in 1999 when Testaverde’s season ended in that fateful game vs. New England. In addition, he was notorious for some truly vitriolic run-ins with post-game reporters.
Forget about Staley or even the infamous press conference rants of Jim Mora (“Playoffs!?”), Herm Edwards (“You play to win the game!”), and Dennis Green (“Crown ‘em!”). To the media, Parcells was Armageddon, Three Mile Island, and Hurricane Katrina rolled into one. Never has there been a football character so inexplicably loved and despised.
In New England, Parcells’s arrival as head coach of the Patriots in 1993 signaled the turnaround of the franchise, but fans refuse to vote him into the team’s Hall of Fame because of his unceremonious jump from to the Jets after the 1996 season.
When that happened, Parcells again grasped the media spotlight stating, “If they want you to cook the dinner, at least they ought to let you shop for some of the groceries.” He was referring to new owner Bob Kraft taking final say personnel decisions away from Parcells.
Like him or not, Parcells, known as The Tuna, rejuvenated five NFL franchises. The New York Giants were a mishmash of Joe Pisarciks and Earnest Grays before Parcells turned them into two-time champions.
Patriot fans actually cheered for the likes of Hugh Millen and Eugene Chung until Parcells came to town and brought in players like Drew Bledsoe, Ty Law, Willie McGinest, Adam Vinatieri, and Tedy Bruschi, laying the foundation for a dynasty.
And the Jets? They were living off the fumes of Joe Namath’s Brut 33 until Bill Parcells constructed a team that went from 1-15 in 1996 under Rich Kotite to 9-7 and 12-4 in 1997 and 1998 respectively with Parcells.
The Cowboys were 5-11 under Dave Campo in 2002. The next year, they went 10-6 with Parcells. Miami was 1-15 in 2007. The next year, with Parcells as executive VP of Football ops, they won the AFC East with an 11-5 record.
The Catholic church has its Apostle’s Creed. Those who follow the gospel of The Tuna have A Parcells Creed, and it goes as follows: I believe if a reporter asks Parcells if he outcoached a colleague, that reporter will be called a “dumb ass.” I believe that the media are “commies” and “subversive from within” as Parcells once labeled them.
I believe in using the media to denigrate young players to keep their egos in check. After Jets QB Glenn Foley had a solid preseason performance a few years back, the New York media surrounded the redheaded QB as if he had won the Super Bowl.
Parcells walked right in front of Foley and sarcastically asked, “Do you mind if I get past Sonny Jurgensen over here,” referring to the similarly redheaded Redskin quarterbacking legend.
In 1995, when all of New England was agog over a rookie running back named Curtis Martin, Parcells slyly commented to the press, “Well, we’re not carving his bust for Canton just yet.” And of course, there was the late Terry Glenn. When asked how the former Patriot wideout was recovering from an injury, the Tuna spouted, “She’s doing just fine.”
Parcells’ stints as a studio analyst on ESPN, although insightful, seemed out of place. He would sit there, dressed in a dark blue suit talking strategy with fellow ESPN gabber Steve Young. Honestly, he looked like a rotund funeral director searching for someone to embalm.
Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter.
I interviewed Boston media personality Steve DeOssie about Parcells. DeOssie was the defensive signal caller for the New York Giants (1989-93) when Parcells was the team’s head coach. He again played for Parcells in New England in 1994.
He told me, “Parcells realizes that the media is the enemy. Let’s face it, the media cannot do anything positive for a team, but they can put stuff out there that could lose a game. The bottom line with Parcells is whether it helps his team win.”
“He loves the camera and the camera loves him. He enjoys that part of the business. The media can spin it any way they want. Parcells does not suffer fools gladly and a lot of media types don’t like being called out in press conferences.”
Another Boston media legend also gave me his reflections of Parcells. Bob Lobel is the most revered sports anchor of all-time in New England. He stated, “I did a one-on-one interview with Parcells awhile back. He is so down to earth yet has this aura. It’s easy to be in awe of him.”
The national perspective is similar. When Troy Aikman was an analyst for FOX Sports, the current Monday Night Football color commentator credited Parcells with restacking the Cowboys’ roster and bringing winning back to Dallas.
When asked about playing for Parcells with the Jets, FS1’s Keyshawn Johnson offered, “He taught me how to do things, how to pay attention.”
Even people whom Parcells fired maintain a respect for him. Sirius NFL Radio’s Pat Kirwan was the director of player administration for the Jets when Parcells arrived in 1997.
Kirwan told me, “Parcells rebuilds a franchise from top to bottom. He evaluates everyone from the trainers to the doctors to the equipment guys. In 1997 when Bill came to the Jets, I knew I was qualified, but I also knew that Bill would let me go.”
In a September 12, 2023 story, New York Post reporter Brian Costello interviewed Parcells about the Rodgers injury.
This master of media mind games famous for the quote, “You don’t get any medal for trying,” revealed his visceral core telling Costello, “You are charged with winning games under any circumstances … They’re not canceling the games. They’re not canceling them. You’re coaching them. It’s your job to get your team ready to play to the best of their ability.”
John Molori is a weekly columnist for Barrett Sports Media. He has previously contributed to ESPNW, Patriots Football Weekly, Golf Content Network, Methuen Life Magazine, and wrote a syndicated Media Blitz column in the New England region, which was published by numerous outlets including The Boston Metro, Providence Journal, Lowell Sun, and the Eagle-Tribune. His career also includes fourteen years in television as a News and Sports Reporter, Host, Producer working for Continental Cablevision, MediaOne, and AT&T. He can be reached on Twitter @MoloriMedia.